Deutsche Vermögensberatung AG

What Deutsche Vermögensberatung AG does

Deutsche Vermögensberatung AG (DVAG) is Germany's largest independent financial advisory company, headquartered in Frankfurt am Main and structured as an Aktiengesellschaft (AG). The company operates a holistic financial coaching concept (Allfinanzberatung) covering insurance protection (Absicherung), retirement planning (Altersvorsorge), and wealth building (Vermögensaufbau), delivered through approximately 18,000 self-employed financial coaches across more than 5,200 branch offices and business locations, serving approximately 8 million customers throughout Germany. DVAG does not manufacture financial products; it serves as a tied insurance broker under §34d GewO for Generali Deutschland (life, P&C, health) and ADVOCARD, as a financial investment broker under §34f GewO for DWS, Generali Investments, Allianz Global Investors, and SEB, and as a property loan broker under §34i GewO. Proprietary bundled product concepts include the Vermögenssicherungspolice (VSP) modular insurance package, Vermögensaufbau4you unit-linked pension, and five exclusive Portfolio-Strategien co-developed with Generali Investments and Meritum Capital.

The technology stack is standard enterprise-grade: Salesforce Sales Cloud and Marketing Cloud for CRM and marketing automation, Adobe Analytics, Google Analytics, Google Floodlight, and Matomo for web analytics, Google Maps API for the advisor locator, Zoom and Microsoft Teams for remote advisory, and WhatsApp, Signal, Threema, and Telegram for messenger-based client communication. The company operates a sales-led, direct-to-consumer go-to-market: customers are acquired through personal consultations at home, in branch offices, or remotely via digital channels, supported by content marketing on dvag.de and finanzcoaching.dvag, social media, and a high-profile brand ambassadorship with Jürgen Klopp. Revenue is generated on a commission basis across insurance, investment fund, and property loan products distributed through the financial coach network, with private households as the primary customer segment and a secondary business customer (Firmenkunden) segment for company pensions and business insurance.

Name

Deutsche Vermögensberatung AG

Legal name

Deutsche Vermögensberatung Aktiengesellschaft

Website

https://dvag.de

Company type

Private

Founded year

1976

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Deutsche Vermögensberatung AG (DVAG) is Germany's largest independent financial advisory company, operating through approximately 18,000 self-employed financial coaches across 5,200+ branches to serve 8 million customers with holistic financial coaching covering insurance, retirement planning, and wealth building.

Ownership category

akta.pro rank

Product category

Financial Advisory Services

NAICS

Agencies, Brokerages, and Other Insurance Related Activities (5242), Insurance Agencies and Brokerages (524210)

SIC

Insurance Agents, Brokers & Service (6411), Investment Advice (6282)

akta.pro primary industry

Individual Health Insurance Brokerage & Distribution (FSAIAEAL)

Keywords

• Financial advisory services
• Insurance brokerage
• Wealth management advisory
• Retirement planning services
• Personal financial coaching

Headquarters

HQ city

Frankfurt

HQ country

Germany

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Infrastructure, Others

Revenue model

1. Financial Product Distribution and Advisory Commissions: DVAG acts as a tied insurance broker (gebundener Vermittler) for Generali Deutschland and as a financial investment broker (Finanzanlagenvermittler) for DWS, Generali Investments, Allianz Global Investors, and SEB Investment. Revenue is generated through commissions on insurance and investment products sold through the network of approximately 18,000 self-employed financial coaches. The company also earns commissions as an insurance broker under §34d GewO for Generali products and as a real estate financing advisor under §34i GewO.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Deutsche Vermögensberatung AG delivers holistic, product-agnostic financial advisory ("Allfinanzberatung") to private and business customers across Germany through a network of approximately 18,000 self-employed financial coaches in 5,200+ branches. The company distributes insurance (notably Generali products via a tied-broker arrangement), investment funds from DWS, Allianz Global Investors, Generali Investments and SEB Investment, and bundled products such as the Vermögenssicherungspolice (VSP), Vermögensaufbau4you, Kidz-Konzept, VASP, Portfolio-Strategien, and standalone travel insurance. Revenue is generated primarily through commissions on the insurance and investment products placed.

Product overview

Deutsche Vermögensberatung AG (DVAG) operates as a financial advisory organization offering a bundled product portfolio centered on its Finanzcoaching/Allfinanzberatung service, supported by approximately 18,000 financial coaches across 5,200 offices serving eight million customers. The core product line includes the Vermögenssicherungspolice (VSP) — a modular bundled insurance package from partner Generali covering liability, household, glass, accident, travel, building, photovoltaic, legal protection (ADVCARD), and health insurance — and Vermögensaufbau4you, a unit-linked pension product with graduated starter payments. Additional offerings include the Kidz-Konzept for children's financial planning, VASP (Vermögensaufbau & Sicherheitsplan), and Portfolio-Strategien (five fund-based investment strategies from Generali Investments/Meritum Capital). Standalone travel insurance products are also available. The product architecture is a platform-plus-partner-modules model, where DVAG serves as the advisory distribution channel for its product partners (Generali group companies, ADVOCARD) rather than manufacturing products in-house.

Differentiator

Problem solved

Functional benefit

Products and services

• Allfinanzberatung / Finanzcoaching

Quantifiable outcome

• DVAG serves 8 million customers with the support of approximately 18,000 financial coaches operating from over 5,200 offices across Germany.
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration19 records

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• Generali Deutschland Lebensversicherung AGcoreTechnology or IntegrationDVAG acts as a tied insurance broker (gebundener Vermittler) for Generali Deutschland Lebensversicherung AG, offering life insurance and retirement savings products including the Vermögensaufbau4you and VSP (Vermögenssicherungspolice) products. Generali is the primary insurance product partner for DVAG's advisory network.
• Generali Deutschland VersicherungcoreTechnology or IntegrationDVAG operates as a tied insurance broker for Generali Deutschland Versicherung, providing property and casualty insurance products to DVAG customers through the VSP (Vermögenssicherungspolice) modular package.
• DWS Investment GmbH / DWS Investment S.A.coreTechnology or IntegrationDVAG operates as a financial investment broker (Finanzanlagenvermittler) under §34f Abs. 1 Nr. 1 GewO, distributing DWS investment funds to customers as part of its investment and retirement advisory services.
• Allianz Global Investors / Allianz Global Investors LuxembourgcoreTechnology or IntegrationDVAG distributes Allianz Global Investors and Allianz Global Investors Luxembourg investment funds as a licensed financial investment broker under §34f GewO.
• Generali Investments DeutschlandcoreTechnology or IntegrationDVAG offers exclusive portfolio strategies (Vorsorge Aktien Global, Vorsorge Aktien Europa, Vorsorge Multi Asset Balance, and others) developed in cooperation between Generali Investments and Meritum Capital, exclusively for DVAG customers.
• Jürgen Klopp (Brand Ambassador)coreGTM or Marketing PartnerJürgen Klopp serves as long-term brand ambassador for DVAG. The partnership features AI-generated imagery showing Klopp in various life roles (baker, taxi driver, rock star, yoga instructor) symbolizing diverse life goals and financial planning needs. A current TV commercial features Klopp conveying the message that professional coaching leads to success.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• HUK-COBURG: HUK-COBURG is a large German mutual insurer combining broad P&C and life/health product distribution through its direct and field-based sales channels. While its distribution philosophy is more direct-led, its scale in German personal-lines insurance and reliance on tied/intermediated advisors make it a structurally comparable incumbent.
• St. James's Place plc: St. James's Place is a UK-listed wealth management firm that distributes investment, retirement, and protection products through a self-employed adviser partnership model. It is comparable to DVAG on the partnership/advisor-distribution mechanic and integrated product shelf, although it operates in a different geography and is wealth-management-heavy rather than insurance-led.
• Debeka Versicherung: Debeka is one of Germany's largest mutual insurance groups, distributing life, health, P&C, and retirement products through a large proprietary agency force. Its tied-agent model and broad product portfolio make it comparable to DVAG at the level of multi-product personal-lines distribution.
• Generali Deutschland AG: Generali Deutschland is DVAG's primary product partner and the largest Generali group entity in Germany, underwriting life, P&C, and health insurance. As DVAG's main tied-broker partner (VSP, Vermögensaufbau4you), Generali defines the product economics that drive DVAG's revenue stream.
• Allianz Beratungs- und Vertriebs-AG: Allianz Beratungs- und Vertriebs-AG is the proprietary sales organization of Allianz in Germany, distributing the Allianz group's insurance, retirement, and investment products through a large tied-agency force. It shares DVAG's tied-agent distribution model and multi-product strategy but is captive to a single manufacturer (Allianz) rather than multi-partner.

Direct peers

• OVB Holding AG: OVB Holding AG is a European financial advisory group headquartered in Cologne with a comparable tied-advisor distribution model serving households across Germany, Austria, Switzerland, Italy, Czechia, Hungary, Poland, and Slovakia. It distributes insurance, retirement, and investment products via independent financial advisors, mirroring DVAG's multi-product advisor model.
• MLP SE: MLP SE is a listed German financial advisory and banking firm operating a similar field-based, consultant-driven model focused on holistic financial advice for private and corporate clients. It is the closest directly comparable publicly listed peer in German financial advisory.
• Swiss Life Select: Swiss Life Select is the German tied-agent distribution subsidiary of Swiss Life, providing holistic financial advice (insurance, retirement, wealth) through self-employed consultants across Germany. It directly overlaps DVAG's holistic-advisory concept and tied-broker structure, differing mainly in its parent-insurer affiliation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/DVAG
• Facebookfacebook.com/DVAG
• LinkedInlinkedin.com/company/kimafinance

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments3 records

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Deutsche Vermögensberatung AG